| Summary: | 碩士 === 世新大學 === 傳播管理學系 === 106 === In response to the trend of digitization,Out of Home(OOH) Media has combined technological creativity and consumer interaction to try to transform the traditional OOH media. Furthermore , the mobile internet device drive the growth of OOH Media, that also allow business owners to face the influence of cross-media integration between mobile media and OOH media. Due to selection of the OOH media agency is a multiple criteria decision, it is difficult for enterprises that have OOH advertising needs to select the most appropriate OOH media agency. Therefore, this study intends to develop a model to assist the business owners how to select the best OOH media agency.
This study established the model divided into three sections, first, through the relevant literature and Modified Delphi Method to find the suitable evaluative criteria for OOH media agency, next, through Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. Finally, with a company as an example, using this model to empirical research. The results showed the emphasis standards of Out of Home media agency has media content planning, media benefits, media innovation, service level. Overall, this research provides a new model for selecting the Out of Home media agency.
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